NEW YORK: Nestlé Lean Cuisine, the convenience meal brand, has won the Grand Ogilvy at the 2016 ARF David Ogilvy Awards for a campaign that used social media and video to connect with American women and reverse years of declining sales.
The annual awards, which took place at a ceremony in New York last night, covered eight categories and recognised seven Gold campaigns, six Silver and five Bronze in addition to the Grand Ogilvy winner.
Looking to improve the emotional relevance of Lean Cuisine to American women, Nestlé's #WeighThis campaign, devised by agency 360i, sought to challenge the concept that women should be judged – or weighed – by their appearance.
The centrepiece of the campaign was an emotionally powerful video featuring real women weighing their life accomplishments in lieu of their bodies.
Throughout the campaign women were encouraged to share the ways in which they would like to be weighed using the hashtag #WeighThis on Lean Cuisine's social channels.
Meanwhile, the video was posted on Facebook and other social media, and the campaign utilised paid media, PR and influencer marketing to amplify the message. It is estimated the main video contributed to an impressive 33% increase in positive brand perception.
Turning to a couple of the Gold winners, the theatrical release of the Pan movie by Warner Brothers was recognised because its campaign developed a streamlined process of collecting big data to improve business results.
By selecting the most optimal programmatic segments and targeting TV networks and audiences, Pan is reported to have achieved 26% improved ROI.
Truth, the US anti-smoking charity, was another Gold winner in recognition of its "Finish It" campaign, which used research methodology to try to overcome any complacency among Gen Z audiences about the dangers of smoking.
The campaign effectively showcased why smoking is socially and culturally out of step with youth aspirations and succeeded in reducing teen smoking rates from 9.6% to 8%, or 400,000 young people. Truth also won a Silver award for its "Left Swipe Dat" campaign song aimed at Gen Z consumers.
Data sourced from ARF; additional content by Warc staff